CONCEPTING | BRANDING | ART DIRECTION
Recognition:
Silver New Talent - Jan 2016 Graphis Inc.
Award of Excellence Jun 2015 - CA Magazine: Design Annual
Finalist Feb 2015 -DSVC: 11th Student Show & Conference
Veldhuizen Cheese Shoppe
is a raw cheese making farmstead in Dublin, Texas. The Veldhuizen family takes pride in doing things naturally to create the finest Artisan cheeses. Careful management of 180 acres, without the use of chemicals or pesticides, ensures a healthy and happy herd. In order to follow traditional cheese making, unpasteurized Jersey cows’ milk is used to infuse their cheeses with rich flavor.
Challenge: The company's current logo is a very literal interpretation of what the company does, and does not distinguish itself from the current market. Literal visuals associated with the process of cheese making is heavily used in local and national competitors.
Creative Solution: By eliminating clichés, and replacing those with cultural references to the Veldhuizen family, will instead convey traditional, organic, and fresh.
Doing things naturally is the core foundation to the Veldhuizen Cheese Shoppe. "Made the way it's meant to be made" communicates that this farmstead creates cheese following tradition; with natural methods that are free of antibiotics and artificial hormones.
Packaging
Veldhuizen wants every piece of cheese to be cherished and appreciated for its quality. To highlight the natural ingredients of their products, all purchased portions are carefully hand wrapped in lightly patterned cheese paper, and sealed with a branded label.
